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I was first tipped to this rebranding back in March of this year — thanks Clifton Alexander— but I didn’t make much of it. Having never stayed in an Econo Lodge hotel and, from looking at a few photos, being convinced that I would not want to do so in the future for fear of being maimed by a freak with a mask coming out of the hallway as I put a dollar bill in a vending machine, I decided to not follow up on it. But as promised in the press release, “this summer, travelers can anticipate to begin to see the updated logo on exterior signage on new Econo Lodge hotels,” more people have sent in e-mails about it, so I’m finally putting it up. Another reason of why I may not have been eager to post it is because there is probably not much to say: Mediocre-but-satisfactory hotel chain has a mediocre-but-quirky wordmark replaced for a mediocre-period shiny swoosh that shimmers — oh, and it has a clever TV ad involving a princess, a frog and a logo. I have to admit though, the swooshy “e” could have gone somewhere in the right hands, but definitely can not say the same for the condensed typeface that looks like the bastard child of Rotis Sans and Optima.
Jump to Most Recent Comment
Mat’s comment is:
Meh.
That about sums it up.
On Aug.06.2008 at 09:06 PM
Ethan Danstrom’s comment is:
I think the lens flare really brings it to a whole new bevel. That is a fairly unused effect in Illustrator.
The frustrating part is that the "e" is really a nice start, and could have been something fresh as far as an icon goes...but I don't know if any mark would move above the "econo" that birthed it.
[insert turd polishing joke here]
On Aug.06.2008 at 09:30 PM
Joe M. ’s comment is:
The "e" looks like a coffee hurricane eclipsing the sun.
Here's one if you're planning on vistingRaleigh
On Aug.06.2008 at 09:31 PM
T-Bone’s comment is:
I like the 'before' better. the new one does twinkle though…
On Aug.06.2008 at 09:33 PM
keef’s comment is:
The most solid part of that new logo is the star burst.
On Aug.06.2008 at 09:44 PM
Ricky Irvine’s comment is:
Wow.
Somehow, in a weird futuristic way, this looks more dated than the previous mark.
On Aug.06.2008 at 10:59 PM
Neil Kelty’s comment is:
Just seems "blah."
Still will never stay there again.
To quote The Italian Job, "I HAD a bad experience."
On Aug.06.2008 at 11:13 PM
madeo’s comment is:
uggghhh. An awkward oval inside of a rounded square box with a sparkling swooshy E??! with a hideous condensed abomination of a typeface?! Looks like a programmer designed it.
On Aug.07.2008 at 12:26 AM
Adriano’s comment is:
Yikes! At least the type on the old one had some character.
On Aug.07.2008 at 01:07 AM
Alex C.’s comment is:
What a turd polish. It's still a horrible hotel. I should know, I stayed at one once.
On Aug.07.2008 at 01:13 AM
Rick’s comment is:
This looks like something I would have done before learning anything about logo design....
On Aug.07.2008 at 08:02 AM
jj’s comment is:
It takes courage to be one of the first to actually design a flare into an identity.
Courage and stupidity.
On Aug.07.2008 at 08:18 AM
Jacob’s comment is:
I saw this new "logo" appearing on a few signs out in the wild and thought it was some franchisee's unauthorized home-made sign. Nope ... it's official.
On Aug.07.2008 at 08:44 AM
Nick Irwin’s comment is:
Rotis really ??
they had to hatch that 90s font wound ??
On Aug.07.2008 at 09:10 AM
Eric Hague’s comment is:
Whatever—I've always held it against them that they didn't have the chutzpah to use the original lowercase g from Kabel Black in their logo.
On Aug.07.2008 at 09:44 AM
Jeff’s comment is:
EconoWashingMachines
On Aug.07.2008 at 10:09 AM
rek’s comment is:
"...anticipate to begin to see..."? Did the student who designed the logo also write the press release, because that's some nonsense right there.
On Aug.07.2008 at 10:15 AM
Chip O'Toole’s comment is:
An improvement from the previous, I think?
What is most unsuccessful about this logo is the swirl. I won't even comment on the twinkle (twankle). What is the swirl? Is it a lower case e? A coffee swirl? A sparkly dream sequence beginning?
Or maybe it's representative of the swirling motion of the water in the toilet boil for when the cops knock on your door as you frantically flush down that brick of coke and pound of weed.
On Aug.07.2008 at 10:45 AM
EMD’s comment is:
This sucks beyond reason.
On Aug.07.2008 at 10:59 AM
JC’s comment is:
Freakin brilliant. I'm adding sparkles to all my client's logos right now.
Embrace it or be forever left behind in its sparkle dust.
On Aug.07.2008 at 11:05 AM
Glenn Sakamoto’s comment is:
I'm gonna throw up...
On Aug.07.2008 at 11:43 AM
Stuart’s comment is:
The first thing I thought of when i saw this.
It might need more than a princess' kiss.
kyle.’s comment is:
the logo used for most signage doesn't have the sparkle. i work at a company that makes material for signage and decals and econo lodge is a client. i didn't realize this was a new logo, though, because i never see econo lodges around here.
On Aug.07.2008 at 12:25 PM
Darrin Crescenzi’s comment is:
I disagree wholeheartedly with this review and majority of the comments. If all logos were designed with crepe paper, round-tipped scissors and glitter the world would be a much better place.
On Aug.07.2008 at 12:28 PM
David’s comment is:
It's odd, first Holiday Inn and now Econolodge dump their previous looks instead of refining it.
The old logo was easy to read on a lit sign in the dark. At least it was simple!
On Aug.07.2008 at 12:32 PM
Mark’s comment is:
I like it.
Probably for the fact that the swoosh is not just and obligatory swoosh, but if you look carefully is actually an "e", I could do without the oval shape around it though.
I can't help but like the red and gold color scheme. :D
On Aug.07.2008 at 01:25 PM
BJN’s comment is:
The "e" looks vaguely like something designed for a cleaning product, especially with the sparkle. Perhaps they were going for a slightly more sanitary image for their dive motels.
Excreble is the word for today.
On Aug.07.2008 at 01:44 PM
Rico’s comment is:
Not great by any means, but I do think it's an improvement over the horribly dated old logo.
On Aug.07.2008 at 02:19 PM
Whaleroot’s comment is:
Sick.
On Aug.07.2008 at 02:54 PM
Anonymous’s comment is:
Neil Kelty...
That was from Gone in 60 Seconds
On Aug.07.2008 at 02:57 PM
Whaleroot’s comment is:
Seriously, what douche-bag uses Rotis?!
On Aug.07.2008 at 02:57 PM
Paul Riehle’s comment is:
Although its just an ehh redesign, 2 things I would have done differently right off the bat, get rid of the sparkle and I wouldn't have put the e within an oval.
On Aug.07.2008 at 02:58 PM
kirk’s comment is:
the old logo fit the style of the rooms perfectly. I appreciate a company willing to not go for swoopy and shiny in thier logo. A company lacking swoop and shine should stick to their old plain, cheap, boring logo that serves one purpose. Just like their hotels.
PS: stay away from the Econo Lodge in St. Louis near the bridge. They have donuts in the lobby in the morning, but that doesn't even come close to making up for a horrible stay.
On Aug.07.2008 at 03:09 PM
Chris Rugen’s comment is:
First thing I though when looking at the mark.
You don't want a picture of what I thought of when I saw that Rotis logotype.
On Aug.07.2008 at 03:10 PM
Chris Rugen’s comment is:
Or Rotis-esque. Not sure.
On Aug.07.2008 at 03:11 PM
Mr Posen’s comment is:
Kristin’s comment is:
Looks like a dish washer logo...
mister_eaves’s comment is:
Reminds me of the crappy swoosh and the crappy starburst for a crappy Twin Cities Bank.
Brian Smith’s comment is:
Kirk is exactly right: the old logo fit the product perfectly. The previous logo said "This is the cheapest place to stay tonight and we take cash?" The new says "Hmm...can't read it, I think it ends in 'lodge'...maybe it is a place to stay...hey, there's a Motel 6 across the street! Score!"
On Aug.07.2008 at 05:46 PM
Joseph Szala’s comment is:
We have coined such logos as having an caught an epidemic called "ellispilepsy." Still looking for patient zero.
On Aug.07.2008 at 06:29 PM
Mingshi’s comment is:
The naming don't really work from the start...
Sounds better if it's Economotel I reckon.
The new one looks more like a cafe and without the budget-look comparing to Super * or even Easyjet...
On Aug.08.2008 at 12:16 AM
Tim Whalen’s comment is:
Rick is spot on. And as someone from St. Louis, I hope his experience there doesn't tarnish his view of this great city (or great amalgam of cities, as the case may be).
The new logo certainly tries to modernize their appearance, but unless that is also coupled with room remodels and service upgrades, then I feel people will just be disappointed.
"Hey! Let's check out the new and improved EconoLodge! Oh, wait, it's still the same crappy motel... damn..."
I feel that impression may be more damaging to their business than keeping the logo and perceptions of their lodging the same--average.
On Aug.08.2008 at 12:31 AM
Daniel Campos’s comment is:
Crap!!!
On Aug.08.2008 at 09:45 AM
adam’s comment is:
haha, i saw a commercial with this new logo last night and i thought it was either a quiznos hotel or a quaker state hotel!
On Aug.08.2008 at 08:45 PM
BS’s comment is:
But it's craptastic!
What do you expect of a logo from a company with a still-birth of a name like 'econo lodge'?
I think the designer did an admirable job in channeling that craptitude, and reflecting it in its entirety.
Well done!
On Aug.09.2008 at 03:52 PM
BWJ’s comment is:
Sad. I liked the basic and economy feeling that the old logo gave. By keeping the name Economy Lodge but shining up the logo this way seems oxymoronic. Though I'm not surprised—it's typical, generic American marketing. Make it flashier.
I would have loved to see them take a route like Kessel Kramer did with the Hans Brinker Budget Hotel in Amsterdam. The place was nothing more than a hole, so they advertised that fact...and it worked.
On Aug.11.2008 at 02:55 PM
David Blanchet’s comment is:
Someone said they should have simply refined their previous look , I agree, this is like to steps back, on the highway (which is where you would mostly see this) the old logo is highly recognizable and stands apart from most of the others, sad...
On Aug.13.2008 at 01:18 AM
illusio’s comment is:
The lens flare is the new drop shadow. Everyone hold hands and chant ...
On Aug.13.2008 at 04:25 AM
Neil Kelty’s comment is:
@Anonymous (in response to my comment)
No, it was The Italian Job - Characters name was "Left Ear"
On Aug.13.2008 at 11:17 PM
Roby Fitzhenry’s comment is:
It's not that they went backwards but they didn't go forwards either. The old logo does look cheap and has a sense of uniqueness to it but the new logo looks like every other low-priced hotel. Oh well .. too late now!
On Aug.16.2008 at 05:29 PM
Mongoose’s comment is:
As everyone's said: From dated-yet-recognizable to modern-but-generic. It's a shame there couldn't have been something to do with the standalone starkness of the red and white; the red-orange-yellow blends in too much with other hotels.
Compare with The new Super 8 logo, which goes from boring and dated to boring and modern.
C for swoosh and sparkle that could've held promise.
On Aug.17.2008 at 10:34 AM
Sean Williams’s comment is:
I like it. I could probably do without the twinkle. But it looks much more upscale than there old logo.
On Aug.20.2008 at 05:40 PM
lori’s comment is:
My biggest fear in design school was that I would end up designing for things like this.
I rather work at Sbx.
On Aug.20.2008 at 10:53 PM
Chris Mills’s comment is:
Is there one firm out there designing all these hotel logos? ...love to work there :)
On Sep.01.2008 at 11:35 PM
Mark’s comment is:
the old one was very Stop & Shop-eque (like the old logo), quite sad really.
ditch the oval
ditch the stupid star effect
ditch the gradients
and PLEASE FIX THE TYPEFACE! should've kept something close to the old one, then you might have something better.
sigh.
K(eep).I(t).S(imple).S(tupid).
On Sep.02.2008 at 09:43 PM
mondae’s comment is:
What a disaster...
The new logo appears a bit too luxurious for an ECONO lodge....Should have made things less complicated and simple...
Design 6/10
Value 0/10
P-Easy, K-Shizzeh [PenaltyKillah]’s comment is:
Mmm... Aunt's cookies!
On May.26.2009 at 01:24 AM
J’s comment is:
I dont care about the logo, the hotel is horrible. there are pipes sticking out of the wall,plywood on the side of the fireplace,and lots of other problems with the one at Gatlinburg TN on Reagan Dr.
On Jun.18.2009 at 04:58 PM
Comments in Brand New, V1.0 have been closed.
